Despite a recent research commitment to the area of service marketing, very little research has been conducted in the field of direct response service advertising. The present study addresses a series of research questions pertaining to television advertising strategies associated with direct marketers of services. In an attempt to assess these research questions, the authors utilize a content analysis methodology exploring various aspects of 362 direct response service TV commercials. Results suggest that direct marketers of services do differ in their advertising approach. Implications for the direct marketing industry, specifically those for service firms, are discussed.
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